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February 26, 2015 12:01 AM EST
Barker is the author of Barking Up The Wrong Tree

In her excellent book 100 Things Every Presenter Needs to Know About People, Susan Weinschenk lays out a research backed 3 step process that really impressed me:

1) Start with what you know they believe.

2) Surprise people.

3) Set up a situation of cognitive dissonance.

This piece originally appeared on Barking Up the Wrong Tree.

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